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Starcom Mediavest Group And Nielsen Catalina Partner At Behest Of Kellogg And Kraft

2014-09-24 18:07:00| Agriculture - Topix.net

Publicis-owned Starcom Mediavest Group and Nielsen Catalina Solutions - a 2009 joint venture between Nielsen Research and Catalina Marketing - unveiled a two-year partnership Wednesday wherein Nielsen Catalina's household-level purchase data will integrate directly with SMG's optimization system TARDIIS. Nielsen Catalina data sets, which combine viewer data from Nielsen with shopper data from Catalina, are designed to let advertisers use purchaser data instead of demographic data to inform their media buys, particularly in television.

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